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합리적 행동이론을 적용한 해양관광 행동의도에 관한 연구
박향자(Park, Hyang-Ja) 한국해양관광학회 2020 해양관광학연구 Vol.13 No.1
This study attempts to analyze the ongoing behavioral intention of marine tourism in urban residents based on the theory of reasoned action (TRA). For this purpose, an online survey was conducted for urban residents in J region, and hypotheses were established to verify the significance of the relationship between exogenous variables of PHSH (self - others) and PULL (facility convenience - program) and TRA. In the results of conducting the structural equation model (SEM) verification, a statistically positive (+) significance (p<.050) was found in Hypothesis 1 (H1) marine tourism PUSH (self-deviation, relaxation) 1 and attitude, Hypothesis 2 (H2) marine tourism PUSH (self-deviation, relaxation)1 and subjective norms, Hypothesis 5 (H5) marine tourism PUSH (others - intimacy) 2 and subjective norms, Hypothesis 6 (H6) marine tourism PUSH (others - intimacy)2 and intentions, Hypothesis 7 (H7) marine tourism PULL (facility convenience) 1 and attitude, Hypothesis 10 (H10) marine tourism PULL (program) 2 and attitude, Hypothesis 11 (H11) marine tourism PULL (program) 2 and subjective norms, and Hypothesis 14 (H14) subjective norms and intentions of marine tourism. In addition, Sobel test was conducted to verify the mediating effect, and direct and indirect mediating effects were found in three paths. Based on this, this study suggests a development strategy and implications for marine tourism.
해양관광자원 매력성에 따른 한국산 유자제품 구매모형 예측 : 재한중국 유학생을 대상으로
이승현(Lee, Seung-Hyun),하지영(Ha, Ji-Young),박향자(Park, Hyang-Ja),김덕현(Kim, Deok-Hyeon),남승희(Nam, Seung-Hee) 한국해양관광학회 2021 해양관광학연구 Vol.14 No.1
After forming a diplomatic relation between Korea and China, the image of tourism in Korea by the Chinese media is in good shape, and international Chinese students in Korea are potential consumers of Korea in the future. Therefore, to increase the purchasing power and expand word of mouth for Korean products after returning home, it is necessary to improve the Korean product image and reduce the anti‐Korean Wave tendency. This study grasped the attractiveness of marine tourism resources to them, and sought a Korean product purchase prediction model. Through an online survey using WeChat, this study was conducted on 304 international Chinese students in Korea who prefer marine tourism and recognize Korean citrons. As a result, in terms of the attractiveness of marine tourism, women see marine sunrises and marine festivals as sites of attractiveness, and the citron product purchasing group of people values the fish market and puts little importance on marine fishing, and although they put little importance on the fish market, it appears that they put importance on the beach resort. Based on this, in establishing external programs in connection with local governments in school programs, a program development strategy was proposed that takes into account specialty products for regional exports and marine tourism resources.